'Jai Lava Kusa' is a best example of the dangerous trend in Tollywood. Theatrical Rights of films were sold on par with the career best earners of Heroes. This is leading to hefty losses for Distributors & Exhibitors despite garnering unanimous positive talk.

Theatrical Rights of the NTR-starrer were sold out for Rs 86 crore. Despite achieving one of the best opening in Tollywood history, This mass entertainer managed to collect only around 88 percent of the investment. While the Worldwide Gross touched Rs 130 crore-mark, Share is just about Rs 75 crore. Which means, There is a deficit of close to Rs 11 crore. 'Jai Lava Kusa' ended up as just an average grosser even though its NTR's second biggest earner.

In USA, NTR emerged as the first South Indian Hero to score hat trick $1.5 million grossers. 'Nannaku Prematho', 'Janatha Garage' and 'Jai Lava Kusa' were received so well by the NRIs.

What could TFI learn from the fate of 'Jai Lava Kusa'? Particularly, Buyers need to be very careful while acquiring the distribution rights to avoid putting their lives at risk.